In today’s economy, you can no more afford marketing that fails to produce results than you can sales programs that don’t generate sales. If you’re not cost-effectively generating the growth you need, how do you know which part of your business development process isn’t working? Business development is a cross-disciplinary process requiring alignment across marketing, sales, business and referral partners, and delivery.
The Marketing Audit is a review of your current business development process viewed against your strategic business objectives.
I approach the Audit in the context of your entire business development process, so it isn’t a critique of purely marketing activities. Drawing upon my experience, best practices, and insights gained from asking lots of questions, the Marketing & Business Development Audit highlights areas of concern, and identifies specific opportunities where you can improve.
The Audit gives you a list of specific gaps and a set of actionable recommendations. Some of which you can implement immediately as quick wins. More importantly, you and your team will gain first-hand exposure to thinking in terms of impact of your clients in place of focusing on your own products and services. For some firms, the Audit provides enough guidance and direction by itself. For others, it offers a roadmap to a Strategic Marketing Plan.
Bill Woodrow, Principal, Woodrow Search
A Marketing & Business Development Audit can include some or all of the following components: